?TouristSatisfactionResearchGroup,ChinaTourismAcademy

?Jun26,2025

TouristsDefinetheTourismIndustry

In2009,basedonthe‘Expectation-Satisfaction’theoryandNationalSocial

ScienceFundresearch,theChinaTourismAcademy(CTA)developedtheTouristSatisfactionEvaluationSystemcoveringtriple-indexmetrics:on-sitesurveys,

onlinereviews,andcomplaintmonitoring.

16YearsofDevelopment:Touristsatisfactionhasevolvedfromanacademicresearchtoacoreelementofnationaltourismgovernance.

CoreInsight:Touristsatisfactionanswers‘whytourismdevelops’and‘wheretourismcitiesshouldhead’.

In2024,theresearchteamgathered40,000marketresponsesacross27majoroutbounddestinations,and

100,000touristevaluationsspanning102countriesandregionsthroughvariousmethodslikeairportintercepts,onlinesurveys,andSMSdata.Thisformed‘the2024ReportonChineseOutboundTouristSatisfaction’.

·3MajorMarkets

DataTracking

·16Years

Research&Insights

·64Quaters

ContinuousMonitoring

Tourist

Satisfaction

1Million+

SurveySamples

·60DomesticCities

·27

OverseasDestinations

TheworldisbigandIwanttoseeit.

OutboundTravelMarket:StableRecovery

SteadyRecovery:Intherecent2years,China'soutboundtourismisreboundingquicklyastheeconomicsocietaldevelopmentreachesanewstageofnormalization,reawakeningChinesecuriosityabouttheworld.

NewDestinations&Reasons:Travelersexplorelesser-knowndestinationsandnon-traditional

attractions.Motivationsnowincludesportsevents,concerts,uniquerestaurants,orseasonalfoodexperiences.

123

Million

OutboundTouristVolume(2015-2024)

4500

4000

3500

3000

2500

2000

1500

1000

500

0

(2024)

41.0%Year-on-YearGrowth(2024vs2023)

TotalOutboundTripsVolume

2015Q1

2015Q2

2015Q3

2015Q4

2016Q1

2016Q2

2016Q3

2016Q4

2017Q1

2017Q2

2017Q3

2017Q4

2018Q1

2018Q2

2018Q3

2018Q4

2019Q1

2019Q2

2019Q3

2019Q4

2020Q1

2020Q2

2020Q3

2020Q4

2023Q1

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

79.2%Recovery（2024vs2019）

Volume(10,000People)

OutboundTravelMarket:HongKong,ChinaandMacau,ChinaRemaintheBasicMarket,withObviousGrowthAlongtheBeltandRoadInitiativeCountries.

MainlandVisitorstoHongKong,China&Macau,

China(2019-2024)

1600.001400.001200.001000.00800.00

600.00400.00200.00

2019Q1

2019Q2

2019Q3

2019Q4

2020Q1

2020Q2

2020Q3

2020Q4

2021Q1

2021Q2

2021Q3

2021Q4

2022Q1

2022Q2

2022Q3

2022Q4

2023Q1

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

2025Q1

0.00

MainlandVisitorstoMacau,China(10,000People)

MainlandVisitorstoHongKong,China(10,000

People)

MainlandVisitorstoHongKong,China/Macau,

Chinaas%ofTotalOutboundVolume(2015-2024)

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%

2015201620172018201920232024

HongKong,ChinaVisitorsas%ofTotalOutbound

Macau,ChinaVisitorsas%ofTotalOutbound

CombinedHongKong,China&Macau,ChinaShare

HongKong,China&Macau,China:Remainthecoremarket,thoughtheirshareisdeclining.

AsiaDominates:Accountsfornearly70%oftrips;Southeast/EastAsiamakeup60%.Vietnamshowssignificantgrowth.

TheBeltandRoadInitiativeCountriesGrowth:NotableincreaseintravelerstoWestAsiaandNorthAfrica.

2024OutboundDestinationDistribution

Africa

11.2%

SouthAsia

1.5%

14.5%

SoutheastAsia

38.1%

CentralAsia

19.3%

Europe

3.6%

Oceania

WestAsia

1.1%

EastAsia

3.3%

Americas

26.7%

AreOutboundTouristsSatisfied?

OverallSatisfactionin2024

Index:80.06("Satisfied"range),

fluctuatingduringtheyearwithaQ4rebound.

In2024:13of27monitoredglobaldestinationsscoredabove80

("Satisfied").

HigherExpectations:Influencedbydomesticinnovationandtechoftravelmarket,travelersaremorediscerningaboutexperiencesandpublicservicesabroad.

OutboundTouristSatisfaction(Quarterly)

90.00

85.00

80.00

75.00

70.00

65.00

2013Q1

2013Q2

2013Q3

2013Q4

2014Q1

2014Q2

2014Q3

2014Q4

2015Q1

2015Q2

2015Q3

2015Q4

2016Q1

2016Q2

2016Q3

2016Q4

2017Q1

2017Q2

2017Q3

2017Q4

2018Q1

2018Q2

2018Q3

2018Q4

2019Q1

2019Q2

2019Q3

2019Q4

2023Q1

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

60.00

TouristSatisfactionTrends

Consistent:HongKong,China;Macau,China;andTaiwan,Chinahaveconsistentlyperformedwellsince2013.

In2024,“Satisfied”:HongKong,China;Macau,China;Taiwan,China;Oceania;SouthAmerica.

"BasicallySatisfied":Europe,Asia,Africa,NorthAmerica.

Improvement:SatisfactionrosesignificantlyforEuropeandSouthAmericavs.2023.

OutboundTouristSatisfaction(HongKongChina/

MacauChina/TaiwanChina&ForeignDestinations

2013-2024)

85.0080.00

75.0070.00

65.0060.00

201320142015201620172018

HongKong,ChinaMacau,China

Taiwan,China

SatisfactionbyRegion(2023vs2024)

83.0082.0081.0080.0079.0078.0077.00

76.00

Asia

20232024

SouthAmerica

NorthAmerica

Europe

Oceania

Africa

201920232024

Foreign

Destinations

Overall

Outbound

HowTouristsSeetheWorld

Asia:Convenientshopping,food,andservice.Afamiliar,reassuring‘secondhome’.

Key:Feelslikehome.

Chinese-friendly,familiarservice,delicateatmosphere.

Europe:Immersioninhistoryandart;culturalimpactateveryturn.

Key:Deepculturaljourney

Museumstomarkets,Michelinstarstostreetlife,vitallandmarkstospiritualhabitats.

LatinAmerica:Ablendofpassion,uniqueness,andexoticsurprises.

Key:Exoticexploration

Obelisk,RosePalace,wildsecrecy,splendidbeauty.

HowTouristsSeetheWorld

NorthAmerica:

Freedom,roadtrips,

spaciousliving.Idealfor‘immersiveWestern

dailylife’.

Key:LifestyleexperienceVastandfree.

Oceania:

Connectwithnatureand

locallife.Australia/New

Zealandofferfree,quiet,

slow-pacedjourneysinthesunlight.

Key:Naturetherapy

Nature,living,seafood,freedom.

Africa:

Wildbeautywithhigh

valueformoney.Stunninglandscapesand

authenticitywinovertourists.

Key:Adventurefocus

Color,safari,savanna,wildlife.

NarrowingSatisfactionGapsofOutboundDestinations

RegionalSatisfactionGapComparison(2023vs2024)

CatchingUp:15countries/regionsimproved

140.035

120.030

100.025

80.020

60.015

40.010

20.005

00.00020232024

HighestScore-StandardCoefficientof

LowestScoreDeviationVariation

satisfactionscoresin2024,with10amongthelower-ranked17.

RegionalGapNarrows:Differencebetween

highest/lowestscoringdestinationsdecreasedby

59.0%vs.2023.Coefficientofvariationdown41.3%.

QuarterlyGapNarrows:Domesticsatisfactiongaps

narrowedsignificantlyoveryears.Since2016,

Outbound/inboundsatisfactionwasmorevolatile.Then,gotquicklyimprovedbytheendof2023.Entering2024,Theoutboundsatisfactiongapnarrowed.

QuarterlySatisfactionScoreVolatility:ThreeMajorTourismMarkets(2013-2024)

10

8

6

4

2

2013Q1

2013Q2

2013Q3

2013Q4

2014Q1

2014Q2

2014Q3

2014Q4

2015Q1

2015Q2

2015Q3

2015Q4

2016Q1

2016Q2

2016Q3

2016Q4

2017Q1

2017Q2

2017Q3

2017Q4

2018Q1

2018Q2

2018Q3

2018Q4

2019Q1

2019Q2

2019Q3

2019Q4

2023Q1

2023Q2

2023Q3

2023Q4

2024Q1

2024Q2

2024Q3

2024Q4

0

-2

-4

-6

Domestic

Outbound

Inbound

-8

-10

WhatImproved?WhatDeclined?

Challenges:Globalflight/supplychainrecovery,inflation,risingprices,internationalfriction.

Declinesin2024:Satisfactiondippedforaccommodation,dining,attractions,value-for-money,andpublicservicesvs.previoussameperiods.

DestinationImage

+1.94

Shopping+2.55

SatisfactionbySegment(2023vs2024)

20232024

85.00

80.00

75.00

70.00

65.00

60.00

55.00

50.00

PublicServices

-1.21

Attractions

Travelagency

DestinationImage

Recommendation

Shopping

Transport

EntertainmentOptions

Cost-Effectiveness

Attractions

Accommodation

catering

PublicServices

-0.65

Transport

-1.19

Accommodation

-0.64

Scoresof27GlobalDestinations

Localfriendlinessandshoppingexperiencereceivedwidespreadpraise.

Touristsseekdeepercultural/leisureexperiencesbeyondsightseeing.

Generallysatisfactoryfromagencyservice.Managementofindependenttravelersneeds

it

DynamicDestinationInnovations

LocalFriendliness:TheHeartofTravel

"Themostbeautifulsceneryisalwayspeople,thestrongestbondisalwayshumanconnection.”

–DaiBin,DeanoftheChinaTourismAcademy

HighPraise:Touristshighlyvaluefriendlygestures(reminders,help)encounteredinaccommodation,dining,andcities.Satisfactionwithlocalattitudesrose1.7%YoY.

DestinationImageUp:Satisfactionwith

destinationimageincreased2.4%YoY,aidedbyculturalexchanges,localattitudes,andcreativeevents/travelexperience.

VisitorQuotes:"Stafflistenedintently,""Asked

whereIwantedtogoandgavedetaileddirectionswithwarmsmiles."

Satisfaction:DestinationImage&LocalFriendliness

(2016-2024)

DestinationImage

Overall

Satisfaction

Local

Friendliness

90.0085.00

80.0075.00

70.0065.00

60.00

2023

2020

2024

2016

2019

2018

2017

RisingDemandforNewExperiences

Drivenbydestinationinnovationinculture/creativity，leisuresatisfactionincreased3.27%YOY.

NewDemand

Culturaldepth

personalizationsocialinteractionhedonicvalues

NewSupply

VS

Deeplifestyleexperience

Satisfaction:"Entertainment&Leisure"(2018-

2024)

CulturallyembeddedconsumptionsImmersivetourismscenarios

78

77.5

77

76.5

76

75.5

75

74.5

74

?Macau,China-Authenticculturalscenes:Musicfestivals+Traditionalcelebrations,+Localinteraction

?HongKong,China-Cohesiveemainlandtransportationhabits.:AMapcollaboration+Diversetransport

?Malaysia-Mostaccessibleservice:Mandarinservice+Paymentease+Directflightsfrom2nd&3rdtiercities

?Singapore-Youthful&engagingattractions:Celebrity/IPcollaborations+Localshows

2018201920232024

?Spain-Socialculturalconsumption:Football+Food+Wineries+Themedroutes

?UK-DeepBritishculture:Musicfestivals+IPcollaborations+Ruraltours

?Australia-Dailylifestyleimmersion:Streetart+Indigenousculture

?Argentina-ImmersiveLatinlife:Tango+Streetmarkets+Localfood

FromShoppinginTripstoShoppingasTrips

Shoppingincreasinglylinkswithculture,socializing,andexperiences.

VisitorQuotes:

’Macau,Chinaduty-free:boughtskincare,enjoyedartperformance,thewholeenvironmentfeltlikeamuseum.’‘KLCentralMarket:notonlycanIseecraftsmen,triedNyonyacake,alsofeltlocallifequitemuch.’

‘Singaporemalls:comfortable,funphotospotslinkedtoTVshows.’

‘Melbourne:boughtartist'sbag,learnedAboriginalstoryfromseller–meaningful.’

ShoppingSatisfaction:Top10Countries/Areas(2024)

ShoppingSatisfaction(20182024)

78.5

Canada

Cambodia

SouthKorea

MacauChina

Japan

Malaysia

Argentina

TaiwanChina

Thailand

Russia

78.077.577.076.576.075.575.074.574.073.573.0

2018201920232024

TravelServiceProviders:KeyCompetencies

Resources,technologicalenhancement,refinedservice,andexpansionintoemergingmarkets.

FutureFocus:Cross-borderresourceefficiency,High-net-worthclientelecustomizationwithkeyfactoroftechenablement,paymentease.

Satisfaction(2024):81.09fortouragencies(+0.43%YoY).

Satisfaction:TravelAgencies(On-siteSurvey,2016-2024)

84.00

82.0080.00

78.0076.0074.0072.0070.00

201620172018201920232024

ResourceControl

?Charterflights(HCGTravelGroup)

?Exclusivecruises(CaissaTouristic)

?Overseashubs(YuanhaiGroup)

TechInnovation

?AIassistants

?Fliggy,Mafengwo,Airbnb

RefinedService

?Premiumvisas(HHtravel)

?Small/flexiblegrouptours(U-tour),

?Experiencefocus(industry-wideshift).

EmergingMarketEntry

?SaudiArabia(YuanhaiIntl)

?UAE(HCGTravelGroup).

MarketingInnovation&DestinationDiversification

Slower,DeeperTravel:Touristsarekeentoseekintimate,charming,heartleftlocalexperiences(suchasmuseums,markets,streets,theatres).

CoreBrands

√“100%PureNewZealand”√WesternAustralia:

"WanderOutYonder”

√UK:StarringGreatBritain

Policy/ServiceUpgrades

(Visa,flights,payment)

√Macau,China:IndividualVisitScheme

√Trans-TasmanAlliance

√UK-Belgium"Two-in-One"Visa√Spain:"HiChina!"AirportService

NewOfferings

√Malaysia:BorneoEco-Tours,

Penang&MalaccaCulturalTours√Singapore:SentosaMinionLand√HongKong,China:Cruise+

OnshoreCultureTours

Creative

Campaigns

√UK:"BehindtheScenes"ShortFilmContest

√France:Rednote"GlobalTravelAmbassador"

"FoodValley"Route

√Argentina:FootballDiplomacy:

"DiscoverChina·GuizhouCunChao"

SeekingNicheDestinations

?theBeltandRoadInitiativeCountries(UAE,Egypt,Serbia)gainpopularity.

?Visa-freespots(Azerbaijan,Armenia,Georgia)became.newfavoritesamongyoungtravelers.

Promotinghigh-potentialCitiesofdestinationcountries

?UKpushesWales(SnowdoniaDarkSkyReserve),beyondLondon.

?Norwayusesnichethemes(InternationalDogDay,PeaceDay)insteadoftraditionalones.

ChallengesAhead

SafetyPerception

Safetyisbuiltoneveryday"peaceofmind",notjustmajorextremeevents.

Billionsoutboundtravelingdemandfocusonsafety/quality.

Exoticculturesarefascinating,but"safetyconcerns"remainaworryfortourists.

SafetyPerception

Unease/Tension

TypicalQuoteExample

“Don’tgooutatnight."“Feltsomewhatuneasy.”“Feltwatched.”“CrowdedandchaoticSubway.”“Streetsfeelsabitscary.”

ConcernforSafetyMeasures

FeelingofSafety

“Peoplestandtooclose.”“Veryfewcamerasinthehotel.”“Darklobby.”“Didn'tmeet5-starstandards.”“Parkinglotunattended.”“Constantvigilanceneededforwallet/phone,feltstressful.”

“Relativelysafe,24-hoursecurity.”“Brightlobby,visiblecameras,felt

”

secure.

“Locationfeltsafe,mallnextdoor.”“Feltbothauthenticandsecure.”

KeyWorries:Sensitivitytopublicspacesafety,nighttravel,traffic.Hotelsecurity,streetlighting,policevisibilityarecrucialdetails.

Solutions:Reducerisksthroughservicedetails;Increasevisiblesecuritymeasures(buildtrust).

CoreServiceQualityChallenges

Declinevs.2019:Transport,dining,accommodation,attractionsratedlowerin2023.

FurtherDeclinein2024:Transport(-1.5%),Dining(-0.7%),Accommodation(-0.8%),Attractions(-0.8%).

Transport

?Hard-to-gettaxis

?Confusingmetros

?Unclearsigns

Accommodation

?Valueformoney

?Space

?Serviceattitude

Dining

?Adaptationissues

?Reservationneeds

?Tippingculture

Attractions

?Bookingease

?Ticketredemption

?Chineseguides

Satisfaction:Dining,Accommodation,

Transport,Attractions(2019vs2023vs2024)

86.0084.0082.0080.0078.0076.0074.0072.00

70.00

201920232024

OverallTransportDiningAccommodationAttractions

Satisfaction

PublicServices:GapBetweenGlobalStandards&Chinese

Expectations

Scorein2024:73.59("GenerallySatisfied"),down1.6%YoY.

Satisfaction:PublicServices(2018-2024)

2018201920232024

75.5

75.0

74.5

74.0

73.5

73.0

72.5

HeightenedExpectations:Accustomedtodomesticconvenience,smartservices,anddiscounts,Chinesetouristsexpectations

becomehighertowardsoutboundtravel:

?Free,reliableWiFi

?S